Starbucks is shaking things up with a bold new addition to its menu, aiming to blend health-conscious choices with the daily coffee ritual. By the end of 2025, coffee lovers across the U.S. will have the chance to top their favorite iced drinks with a game-changing Protein Cold Foam. This isn’t just another sweet add-on—it’s a no-sugar, protein-packed option designed to fuel busy days while keeping taste front and center.
Cold foam first burst onto the scene at Starbucks in 2014, when baristas started spooning it onto cold brews. By 2018, it had cemented its place as a fan favorite, customizable for nearly any iced beverage. Unlike whipped cream, which is heavy with cream and sugar, cold foam is crafted from skim milk, giving it a light, frothy texture. But traditional cold foam often leans sweet due to added sugars, which doesn’t always align with the growing demand for healthier options. That’s where Starbucks’ latest innovation steps in.
Announced during the company’s July 29, 2025, earnings call, the Protein Cold Foam delivers 15 grams of protein per serving with zero added sugar. This makes it a standout choice for those looking to boost their protein intake without sacrificing flavor. Whether it’s a morning iced latte or an afternoon cold brew, customers can add this foam to almost any cold drink and even customize it with flavors like vanilla or caramel. Starbucks CEO Brian Niccol highlighted the move as a way to tap into the surging popularity of cold foam, which saw a 23% year-over-year growth. He emphasized that the new topping aligns with a broader trend of consumers seeking functional, nutrient-rich foods and drinks.
The Protein Cold Foam is part of Starbucks’ larger strategy to rebound from sluggish sales and reconnect with its customer base. The coffee giant has been grappling with declining foot traffic in recent quarters, prompting a full-scale “Back to Starbucks” plan. This includes revamping stores with cozier seating to encourage patrons to linger, rather than just grabbing their order and dashing out. Niccol’s vision is to restore the warm, inviting coffeehouse vibe that made Starbucks a cultural icon, while also modernizing the menu to reflect what customers want today.
The timing of the Protein Cold Foam launch—set for late 2025—might seem curious, as cold drinks tend to shine in warmer months. But the move reflects Starbucks’ confidence in the year-round appeal of iced beverages, especially as protein-rich diets gain traction. From gym-goers to professionals juggling packed schedules, the demand for convenient, high-protein options is undeniable. Starbucks is betting that this foam will not only satisfy taste buds but also fit seamlessly into the lifestyles of those prioritizing health without compromising on their coffee fix.
Unlike typical protein shakes or powders that can taste chalky or artificial, early buzz suggests this foam is smooth and flavorful. Starbucks has drawn inspiration from observing its own customers, some of whom have been mixing their own protein powders into drinks at the drive-thru. By creating a standardized, barista-made option, the company aims to elevate the experience, ensuring consistency and quality with every order.
The Protein Cold Foam isn’t a solo act. It’s part of a broader menu evolution that includes new baked goods, a dark roast coffee dubbed the 1971 Roast, and even experimental drinks like Strato Frappuccinos. Starbucks is testing these items through its “Starting Five” program, where select U.S. stores trial new products and gather feedback before a nationwide rollout. This approach ensures that the final offerings resonate with both customers and baristas, who play a key role in fine-tuning recipes for speed and quality.
For those wondering how this fits into a daily routine, the Protein Cold Foam offers a practical way to sneak in extra protein without needing a full meal. At 15 grams, it’s comparable to a couple of eggs or a small yogurt, making it a solid mid-morning or post-workout boost. Pair it with a sugar-free latte or a plain cold brew, and it’s a low-calorie, high-impact addition that doesn’t weigh you down. Nutrition experts note that while protein is crucial for muscle support and staying full, it’s not a meal replacement, so pairing it with balanced meals is still key.
Starbucks’ dive into the protein trend isn’t happening in a vacuum. The protein shake market is booming, with brands like Core Power and Muscle Milk leading a $6 billion industry. Smaller chains like Dutch Bros have also leaned into protein coffee drinks, catering to a younger, fitness-focused crowd. But Starbucks’ scale and brand power give it a unique edge, especially as it taps into the social media-driven “proffee” craze that’s taken platforms like TikTok by storm. The company’s ability to blend nostalgia—like its iconic cold foam—with forward-thinking nutrition could spark a new wave of coffeehouse visits.
As Starbucks rolls out this Protein Cold Foam, it’s clear the company is listening to its customers and adapting to a shifting landscape. Whether you’re a black coffee purist or someone who loves a customized latte, this new topping offers a way to rethink your order. It’s not just about caffeine anymore—it’s about fueling up for the day ahead, one frothy sip at a time. With store redesigns, a streamlined menu, and a focus on quality, Starbucks is poised to make 2025 a year of comeback and innovation.
